Unlike its Scottish and Irish counterparts, J&B it was invented by an Italian, distilled in London and launched during prohibition in the USA. Here’s a taste of how I saw the brand evolving into a cool, urban drink, giving the stuffy old world of whisky the slip.

The bottle was created by a mixture of influences. This is reflected in the mix of different typography from many eras, found on the label – a good place to start, when creating a brand identity and look and feel for their advertising.

We targeted young entrepreneurs, whose businesses are based on their networks and social worlds. Even when these people are having a good time, they're working. The tone of voice comes from a place of rebellion to the old ways of business and a determination to get out there and make new things happen.